PENGARUH VARIABEL KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP PEMBELIAN ONLINE DI TOKOPEDIA (STUDI PADA MAHASISWA UNIVERSITAS WIDYAGAMA MALANG)
Keywords:Product Quality, Price, Promotion, Purchase Decisions
The purchase decision is a very important thing to pay attention to because the purchase decision is the thing that is used by the company to create a marketing strategy that is carried out. The number of Tokopedia online shop customers has increased throughout Indonesia. The purpose of this study was to determine how the product quality, price and promotion influence on consumer purchasing decisions of students of the Faculty of Business Economics, University of Widyagama Malang at the online shop in Tokopedia. This type of research is explanatory research. The samples set was 100 respondents who were undergraduate students of the Faculty of Economics and Business, University of Widyagama Malang using the Judgmental Sampling technique. The data analysis technique uses validity test, reliability test, descriptive statistical analysis, classical assumption test, multiple regression analysis, significance test (t-test), and simultaneous test (F-test) which are processed using the SPSS program. Based on the analysis, product quality, price and promotion have an influence on purchasing decisions, either partially or simultaneously. Product quality variables have a greater influence on purchasing decisions by 39%, while prices are 37.2% and promotions are 23.8%.